Are you looking after your expert members?

That means getting more advanced members into your club and keeping the expert members that you already have.

Why do you need expert members?

Expert members use less staff time, help less expert members on the floor, pay full price (i.e. don’t wait for discounts), and stay longer (better retention).

In fact, if you had all expert members you would save considerably on pay roll because expert members don’t need assessments and programs, exercise instruction, or supervision on the floor. They are essentially self-service members.

You just have to give them what they want and then get out of their way.

The problem is that as more and more businesses try to cater to the beginner market (because competition means we increasingly need the beginner market) our more advanced and expert members get forgotten about.

And losing these members costs your business big time.

So the question is… are you taking your expert members for granted? When is the last time you bought some new equipment especially for them, made sure they have enough weights on the floor, maybe they need a lifting platform, are the CrossFit wannabe’s pissing them off, or could you upgrade them to a VIP membership for free?